Women To Look Up To - "Women To Look Up To"

McCann London

McCann London London, Reino Unido

8154

This ad is part of the ACT Responsible Collection

Marca: Women To Look Up To
País: Reino Unido

Anunciante: Women To Look Up To

Título	Women To Look Up To
Agencia	McCann London
Campaña	Women To Look Up To
Anunciante	Women To Look Up To
Marca	Women To Look Up To
Fecha de primera difusión/publicación	2017 / 9
Sector Empresarial	Pequeño electrodoméstico y elementos de decoración para el hogar
Lema	Women To Look Up To
Sinopsis	In a year when injustice perpetrated by powerful men dominated headlines, we reminded the world of how far women have come. By celebrating strong inspirational women at the top, in the form of 3D printed Christmas tree angels girls could look up to. The traditional family ritual of placing a symbolic figure in a position of power atop the tree became relevant again for millions of girls who saw they too could become future leaders. In support UN Women, the profits went to projects that empower girls to lead, while Women To Look Up To became a platform that continues to recognize female achievement in 2018. Setting about a virtuous cycle where the female leaders of today, inspire and empower those of tomorrow.
Filosofía	We created 3D Printed Christmas tree angels of powerful female role models to inspire and empower girls to reach the top. Re-envisioning a century-old outdated tradition as an uplifting story of female empowerment. Available to purchase online through our e-store, Serena Williams and Beyoncé were followed by Hillary Clinton, who won our online vote, a conversation that trended online and captured media attention. Clinton famously said, “you can’t be what you can’t see”, the reason we placed women in a position of power atop the tree in homes around the world, so that girls could see they can become future leaders. In support of UN Women, the ‘angels we all need in 2017’ as the media hailed them, were designed to be printed to order in just 6 hours, reducing wastage, and ensuring maximum profits could go to UN projects that empower girls to lead. Women To Look Up To became a global platform for celebrating female achievement, one that continues to inspire women and girls in 2018.
Problema	Injustice and inequality perpetrated by powerful men dominated global media headlines in 2017. In the same year, a report found that 52% of girls still associate ’brilliance’ exclusively with men. The gender stereotypes that men are more likely to be ‘brilliant’ than women, stops girls from seeing themselves as future leaders, and from pursuing leading careers in fields like politics, business and science. In order to change this attitude early on enough to not discourage girls from pursuing greatness, we had to put female leaders where they could be seen at the top. In girl’s homes, on their screens and in their social feeds.
Resultado	Starting a global trend and conversation with a vote for our third angel (Hillary Clinton), our printers couldn’t keep up with demand, as revenues hit $80,000 in 4 weeks, we earned over 100 million media impressions and $10million in earned media, featuring on major tv talk shows - including alongside Hillary Clinton herself on The Steve Harvey Show - news channels, blogs, vlogs, and social feeds. Women To Look Up To became a global platform and continues to lead female culture and empowerment, and inspire and empower girls through product innovations and profits going to projects by UN Women.
Medio	Case Study
Duración	120 seconds
Más información	https://www.womentolookupto.com
Responsable de la creación	Rob Doubal
Responsable de la creación	Laurence Thomson
Director creativo	Dom Butler
Creative	Charlotte Carnegie-Brown
Creative	Ella Donald
Creative	Liam Riddler
Designer	DUZI Studio
Designer	Lisa Carrana
Designer	Matthew Thomas
Fotógrafo	Theo Deproost
Montador	Martin Alvarez
Montador	Dom Butler
Product Architect	Piotr Piosik
Product Architect	Dom Butler
Product Architect	Liam Riddler
Product Manager	Marcin Piosik
Product Manager	My3DTwin
Social Media Manager	Savannah Power
Social Media Manager	Dom Butler
Planning Director	Karen Crum
PR Director	Katya Escala
Productora	My3DTwin
Productora	Digits2Widgets
Productora	CRAFT WORLDWIDE London
Producer	Simon Ward
Productor	Sara Beckman
Productor	Chris Cartwright
Montador	Paul Jenkinson